Both traditional toys and games and video games in the United Arab Emirates performed well in 2022. There was already a large performance gap between video games and traditional toys and games over the review period prior to the emergence of the pandemic, and this gap expanded significantly in 2020.
Retail offline continued to dominate the distribution of traditional toys and games in 2022, with more conscious purchases a contributing factor to the increasing demand for sustainable toys. The local government announced that 2023 is to be the “Year of Sustainability” in the United Arab Emirates.
Major video games player Sony Corp overtook Nintendo Co Ltd in value sales terms to lead overall toys and games in 2021, retaining this position in 2022. This is due to Sony's new gaming subscription offer, although Nintendo retained its dominance of hand-held consoles.
Despite the continued dominance of retail offline in overall toys and games, the push from the pandemic and subsequent home seclusion in terms of familiarity with online shopping meant that e-commerce continued to gain momentum in 2022. Business owners had to turn to online channels to continue selling their products and communicating with customers when lockdowns forced them to temporarily cease trading through traditional channels.
Video games is predicted to remain the most dynamic performer over the forecast period, with mobile games and AR/VR headsets set to record particularly impressive value sales growth. The combined value sales of mobile games and online sales and subscriptions will dominate overall value of video games software by 2027.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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